Published on February 20, 2014
Social Media 101 Chancellor‟s Council Feb. 3, 2010 Andrew Careaga Missouri S&T Communications
Social media is… ◦ „a shift in how people discover, read and share news, information and content‟ – Wikipedia ◦ user-generated content ◦ „architecture of participation‟
Social media is not… ◦ just another marketing/communication channel ◦ a substitute for other marketing/ communication ◦ merely an option ◦ a complete waste of time
“New media” has become a synonym for “no budget.” Seth Godin The Purple Cow
Social media is… social!
Gary Hayes, personalize media.com www.personalizemedia. com/garys-socialmedia-count/
Jack Dorsey: St. Louis native, S&T alum (ECE), Twitter co-founder
Jack Dorsey followers 1570000 New York Times subscribers 1039031 0 1000000 2000000 Jack Dorsey has more followers on Twitter (1,570,000) than The New York Times has subscribers (1,039,031)
Social media (r)evolution the last 11 years 1999 2001 2003 2004 2005 2006 2009
Social media: still growing up 1999 Blogger 2010 Wikipedia Facebook Twitter Google Wave
S&T‟s social media history ◦ 2006 ◦ Google Video (then YouTube) ◦ Visions research blog ◦ 2007 ◦ ◦ ◦ ◦ Name Change Conversations eConnection “Hello” campaign Facebook, Twitter ◦ 2008 ◦ Spacebook blog
Who‟s doing what online? The Groundswell social media ladder Creators (24%) Conversationalists (33%) Critics (37%) Collectors (20%) Joiners (59%) Spectators (70%) Inactives (17%) Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008); “Social Technographics: Conversationalists get onto the ladder,” Josh Bernoff, Jan. 19, 2010 (blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html)
Social networks: Facebook is tops
How trustworthy is social media? 0 10 20 30 40 50 60 70 80 90 100 Campus website Campus visit Viewbook H.S. sophomores H.S. juniors H.S. seniors High school counselors Social networking sites Source: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009 Very low relative trust ranking
5 keys to social media success 1. Listen 2. Add value 3. Respond 4. Do good things 5. Keep it real Adapted from Aliza Sherman, “Revisiting 10 Golden Rules of Social Media,” Web Worker Daily, Jan. 5, 2010, http://webworkerdaily.com/2010/01/05/re visiting-10-golden-rules-of-social-media/
Create a social media listening post Monitor what‟s being discussed in social media
Listen + respond + add value + do good
Twitter saves the day!
Social media marketing: 4 steps to success 1. Develop a plan Integrate it Know what‟s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed your creation
If you‟re just getting started… • Start with listening post • Don‟t jump into every tool at once Focus on 1 or 2 where your audiences are and do them very well • It‟s about building relationships, not promoting your organization Chris Brogan & Julien Smith, Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust
Social media marketing: 4 steps to success 1. Develop a plan Objectives Measures (metrics) Management Resources Content (type and source) Promotion
Objectives Extend university reach and influence online by connecting and building relationships with key audiences (prospective students, current students, alumni, influentials) Provide additional channels for audiences to communicate and interact with the university Measures •number and types of followers •social media referrals to web content (campaignbased and not) •feedback from friends, followers, etc. •volume and quality of feedback •Comments •“likes” •DMs, RTs, @s
Objectives Provide additional channels for audiences to receive official university information Monitor online reputation of the university in the social media sphere Measures •number and types of followers •number of interactions •qualitative analysis of comments
Management and resources 1. Who is the social media “owner” for your department? 2. How do you allocate time and staffing?
Social media content 1. Type Official? User-generated? Tone? Frequency? Interactive! Responsive! 2. Source Feeds? Personal? Combination?
Promoting your social media presence Departmental website Departmental newsletters Recruitment materials Old media (news releases, advertising) Business cards Email signatures Follow and be followed Keep at it Internally: Newsletters Presentations Staff meetings
Social media marketing: 4 steps to success 1. Develop a plan Integrate it Know what‟s already working 2. Beware the bandwagon 3. Understand your audience(s) 4. Feed the beast
Missouri S&T‟s limited presence • Facebook – www.facebook.com/MissouriSandT • Joe Miner on Facebook – www.facebook.com/JoeMiner • Twitter – www.twitter.com/MissouriSandT • YouTube – www.youtube.com/MissouriSandT • Flickr – www.flickr.com/MissouriSandT • St. Pat‟s on Flickr – www.flickr.com/stpatsbestever • Delicious – www.delicious.com/MissouriSandT No MySpace. No LinkedIn.
3. Understand your audience
Missouri S&T Facebook Page Fan growth: 4/1/09-1/18/10 2500 2000 1500 1000 500 0 4/1/09 5/1/09 6/1/09 7/1/09 8/1/09 9/1/09 10/1/09 11/1/09 12/1/09 1/1/10
In their own words (tweets) As a current student I find that the value of the twitter feed is the instant access to information for safety and fun facts... ...but also being able to interact and spread that information without worrying about email lists, spam, etc. Umm I think Twitter is byfar the fastest way to receieve information, ie-> The Death of Michael Jackson I found out by Twitter before any email or Newscast had been made, so for Missouri s&t I think if they want to inform people quickly they can easily
In their own words (tweets) “The most value of the twitter acct is i can get updates about my future college and the FB site is that i can get even more info about S&T” “I mostly use social networking for keeping in touch with my friends, so being able to interact with Missouri S&T on Twitter made it seem more personal, like I wasn't just a face in the crowd. Using Twitter to contact my future college was also very convenient, as I'm constantly engaged in it thanks to my iPhone and other technologies.”
4. FEED YOUR CREATION (but not too much)
Status updates: how much is enough? 50 most engaging Facebook fan pages: • 11-13 posts/month • 1 update every other workday Source: BlueFuego.com
Don‟t make it harder than it has to be
What‟s next? Social media goes mobile
What‟s next? Nearby tweets Social media goes mobile + local
What‟s next? Augmented reality
What‟s next? ?